ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2018 ADC Awards - Advertising

General Howe's Dog

Agency BBDO / New York + biscuitfilmworks

Client Mars Petcare / Pedigree
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Annual ID

ADC_ADV18068M

About the Work

In 2016, Pedigree launched a global campaign, “Feed the good”, based on the insight that the lovable innocence of dogs makes us better people. We were tasked to build upon the powerful campaign platform to further reinforce the brand message with consumers and reach millions of Pedigree’s expansive American audience. To do that we re-created a poignant and true story that evokes Pedigree’s campaign and brand values in a truly powerful way. The story highlights the power that dogs have to bring out the best in people, even in the worst of times. We launched the film online on Veteran’s Day and then on TV on the Fourth of July.